He’s retro, he’s sexy, he’s funny as hell, and he has a British Accent. Imagine Austin Powers as the face of AMEX’s new card. The setting: a tropical beach. Mojito in hand, dressed in a tight tiger-striped bathing suit, Austin sits casually on a bright blue recliner in the sun. He takes a sip and cracks a smile, as a beautiful woman comes up behind him to give him his cheque. He slips them an AMEX to pay and as he smiles wide, he says: ‘AMEX baby, thanks for bringing me here, free of charge.’ Cut to black: ‘AMEX: Because The best things in life Should be Free.’
Austin Powers aka Mike Myers is especially appealing for us Canucks because although he now resides in the United States, he is a Canadian original. His charismatic character and outrageous wardrobe could translate well into a variety of advertising media: sassy posters displayed in bathrooms at nightclubs and lounges, print magazine ads in popular mags like Cosmopolitan, Men’s Health, Elle (Canada), and InTouch Weekly, coasters with his face on it and the AMEX logo which could be used at AMEX-affiliated events, advertisments on TV and in the Movie Theatres, and on airplane in-flight entertainment.
Ads could be easily tailored depending on desired demographic to promote the benefits of various packages: For the ‘Go’ Pack Austin could be featured with his iphone; for the ‘Eco’ pack he could be dressed in a bamboo shirt and chinos about to go shopping at a local food co-op. The ‘Go’ pack could feature him at the airport checking in, or taking out a rental car and the ‘Social’ pack could show him doing what he does best – partying and flirting with the ladies.
Keeping emphasis focused on the rewards and the points’ benefits is definitely key in the advertising here, to attract the right audience. Here are a few other celebrity suggestions.
Due to the recent success of his latest film Up in the Air, George Clooney may also be an ideal candidate for the job as spokesperson for the ‘Go’ card. Another fabulous choice for the ‘Eco’ card is Natalie Portman, whose public vegetarianism and no-animal-products-allowed lifestyle make her the perfect representation of a beautiful soul who cares about the future of this planet. And a fabulous musician to represent the ‘Social’ card could be Ricardo Villalobos, who is as equally known for his brilliant compositions and mind-expanding DJ sets as his diabolical fun-loving lifestyle.
